From 12 Children to 500 a Week: How Daniel Little Grew Through Strategic Partnerships
Business growth is often presented as a marketing problem.
More adverts. More content. More visibility.
But sometimes the strongest growth comes from doing one piece of work well, building trust and allowing that relationship to open the next door.
That is exactly how Daniel Little has grown Little Bikers from one Sunday morning class with 12 children into a business working with around 500 children every week across West Yorkshire and Greater Manchester.
Little Bikers delivers balance bike classes, learn-to-ride sessions, school programmes, after-school clubs, community activities and cycling events. Yet the business did not grow through one big campaign or a dramatic expansion plan.
It grew through partnerships.
Spotting a Gap Close to Home
Daniel’s background was already rooted in sport and working with children.
After studying sports coaching, he spent four summers working at camps in America and seven years running sports activities for children and adults on cruise ships.
When he returned to the UK, he moved into an office job, but it never felt like the right fit.
The idea for Little Bikers came when Daniel bought a balance bike for his eldest daughter. She did not immediately enjoy it, so he looked for a local class that could help her learn alongside other children.
He could not find one.
“So I was like, right, let’s try and start up a class for children on a weekend.”
Little Bikers began with one Sunday morning session and two groups of six children.
Daniel used a small amount of Facebook advertising to find those first families, but after that, much of the growth came through word of mouth.
Parents enjoyed the sessions, saw the progress their children were making and recommended Little Bikers to friends.
Turning One Preschool Into Proof
The first major partnership began with Daniel’s daughter’s preschool.
He contacted them directly, explained what the sessions involved and showed how balance biking could support children’s physical development while linking to the Early Years Foundation Stage.
They agreed to try it.
Almost five years later, Daniel is still delivering regular sessions at the same preschool.
That relationship gave him more than repeat work. It gave him a credible example he could take to other settings.
From there, he began approaching more local preschools and schools.
The process was simple:
- Deliver well in one setting
- Use that work as evidence
- Build trust before asking for more
- Let recommendations support the next conversation
The growth was gradual, but it was also sturdy. Each partnership gave Little Bikers something real to build on.
The Council Conversation That Kept Moving
Daniel also approached Calderdale Council with the idea.
There was no immediate opportunity, but the relationship did not disappear. Around six months later, the council came back to him after securing funding.
That led to Little Bikers delivering funded cycling sessions in schools.
Schools then began asking for more.
A one-day workshop could lead to an after-school club. A short programme could become a full term. One school could recommend Little Bikers to another nearby.
Expansion into Greater Manchester happened in a similar way.
A school found the business through Google and initially booked four Monday morning sessions. The following year, it asked Daniel to return every Monday for the full academic year.
Other schools then followed through local connections.
The strategy was not complicated, but it was consistent: show the value, deliver it properly and make it easy for people to invite you back.
Building Confidence Beyond the Bike
The impact of the sessions is visible in more than cycling ability.
Daniel described arriving at schools where the bike shelter was almost empty, then seeing it filled with bikes and scooters by the end of the year.
He also sees children develop confidence away from the bike.
“You see how much confidence they’ve grown, not just on the bike but off the bike as well.”
That can be especially meaningful for children with additional needs or those who struggle with other physical activities.
Learning to ride gives them a clear achievement they can feel proud of, while also creating new opportunities for the whole family.
Once children become confident cyclists, parents often buy bikes of their own because they can no longer keep up by running alongside them.
What starts as a class can turn into a family activity.
Growing Without Losing the Personal Touch
Little Bikers now has almost two full-time coaches, additional seasonal staff and support from Daniel’s wife with administration.
The business is growing, but Daniel is conscious that scale can make the experience less personal.
“When you’re seeing so many children, it’s sometimes hard to keep that level of being personal.”
His current approach is measured.
This year, Little Bikers opened another venue, which quickly became waitlisted, and strengthened its relationship with Kirklees Council. Daniel also launched the Little Bikers Bike Park, a mobile collection of ramps and rollers for children who are already confident riders and want a new challenge.
The next stage is not about chasing size for its own sake.
It is about maintaining quality while creating more opportunities for children to ride, build confidence and stay active.
Watch the Full Interview
Daniel Little’s story shows that strategic partnerships do not always begin with a formal proposal or a major contract.
Sometimes they begin with one preschool saying yes.
From there, Daniel has built relationships with schools, councils, community organisations and families, growing Little Bikers from 12 children to around 500 each week.
Daniel Little is a finalist for Strategic Partnership of the Year in The Class Business Awards 2026.
👉 Watch Daniel’s full interview here.
And this is only the beginning of the celebration.
Join us on Saturday 10 October 2026 at the National Conference Centre in Solihull for The Class Business Live, where finalists, judges and sponsors will come together for a brilliant day of learning, connection and honest conversations about growing a class-based business.
Then, from 6:00pm, it’s time to get dressed up and celebrate properly at The Class Business Awards & Afterparty.
It’s going to be a full day and night of big ideas, new connections and well-deserved recognition for the people doing exceptional work across our sector.
